Thursday, July 5, 2012

Cold Calling And Selling Are No Longer At The
Heart Of Telemarketing

You might think that, as a janitorial company, using
telemarketers is a clear sign that you've grown desperate. But why would you
think that? Is it because telemarketing is all about calling random offices and
immediately try and get their owners to do business with you?

That might have been what telemarketing was in the 60s or 70s
but today, with the internet enabling a wider access to marketing information,
random calls are no longer as random for professional telemarketers. It may
have started out as just getting lists of numbers compiled and categorized on
the basis of an oversimplified, common trait. But now, there is a strong need
for B2B companies to really study their prospects. And by study, it means they
need to learn about each organization as a unique and separate entity. There is
no room for too much generalization.

Furthermore, that need for information has also changed the
process and purpose of a telemarketing call. The goal of today's telemarketing
firms is no longer closing the deal over the phone. Rather, it's about using
this direct and flexible form of communication in order to get information.
More specifically, it's information that gives an advantage when making the
sale. This includes information on their interest to the information on their
needs, as well as information on their budget. All of these and more are
acquired by telemarketers so that those who will then attempt a sale can have
more good reason to do so.

Speaking of which, one way that a telemarketer can assist in
putting prospects in front of your sales team is through appointment setting.
It's through this process that your business is not only informed but also has
a real, tangible opportunity to make a sale.

What's interesting is that despite the shift of telemarketing
from making direct sales to only getting advantageous information, the latter
process has only made them more of a necessity. For any B2B transaction or
relationship (yes, even those for janitorial companies), information is just as
critical as sales. That information not only reduces the randomness of sales
attempts, it also demands that telemarketers do even more research prior to
making their calls.

When it comes to cleaning leads, some companies do tend to
neglect the proper standards for a clean workplace. Telemarketing is just one
way for you to get in touch with them, inform them of your company's janitorial
expertise, and hopefully get them interested enough that they'll give you a
sale. More importantly though, it's your way of showing that you care more
about being a service than making that sale.

That's another reason why information is valued. Because if you
know your prospect, you obviously know how to serve them better (even according
to their own specific needs). That's why if you're still afraid to use
telemarketing, let it be known that they're no longer as hell-bent on wildly
calling numbers and flinging sales pitches. What's now at the heart is getting
information and learning how to be of more service.

Camille Thompson works as a senior marketing analyst,
specializing in lead generation and appointment setting for the commercial
cleaning industry. She is inviting you to visithttp://www.leadsjanitorial.comto learn more information.